You might find yourself needing help deciding what is best for your business when it comes to your marketing efforts. You must deal with two options – brand awareness or lead generation, and this often leads you and your team to treat the two marketing strategies separately to determine what is worth focusing on.
In this blog, we will examine how lead generation and brand awareness differ, including how complementary they are. Together, let’s find out what suits best to your business.
What is Lead Generation?
The process of getting the interest of prospective clients to improve future sales refers to lead generation. This is typically done by crafting a lead gen funnel, which involves developing a lead magnet, designing a landing page, and driving visitors to the landing page. In this way, the leads who have already expressed interest and communicated with your firm are bound to become more responsive to emails and cold calls from your sales rep.
What is Brand Awareness?
This tactic focuses on how well people know your construction brand and the visuals and emotions they connect with. In a nutshell, it measures how unique and determinable your brand is to the target audience. Since this marketing strategy looks abstract, it can take time to assess. However, it is always vital when differentiating your brand and ultimately convincing somebody to choose your brand over another.
What is The Difference Between Brand Awareness and Lead Gen?
The main difference between the two is that lead gen focuses mainly on collecting contact details for the audience with the target market. On the other hand, brand awareness’s main focus is very basic – creating awareness of the brand’s existence.
While there is an obvious difference, both are valuable for growing your construction business. To understand the major differences more clearly, let’s proceed to the next section.
Why is Lead Gen Vital to your Construction Business?
Bringing more clients to the doorstep of your construction business is the main reason you build your company in the first place. Yet, regardless of how great your services are, no one will come to you unless they know more about your company.
Despite the many tools you use to help you to generate more leads and the strategies you plan on implementing, it is crucial you build an avenue where people gather so you will bring them to your construction website – nudging them to start availing your construction services or buying your products.
This is the significance of the lead gen – it is a great means to lure your target prospects, giving the profit your construction business aims for.
Why Should Brand Awareness Never Be Ignored?
If people are beginning to check you out, you have to exert more effort in making them browse your services – leading them to become your clients. This can never happen if you have no brand or product they can easily find immediately.
Moreover, it would help if you recognized that construction brand recognition is an equally significant undertaking your business should execute. Know that the best brands are often represented with head-turning packaging, an eye-catching logo, and a witty tagline and catchphrase.
The point is that you have to let people become more aware of the unique traits of your construction brand because only then can you achieve a competitive edge.
The Many Benefits of a Good Lead Gen Campaign
Let us take a closer look at the many benefits of having a great lead gen campaign to see more of the differences between brand awareness.
1. Boost your profits
Lead gen helps boost your construction brand’s ability to reach the target prospects. In addition, you can draw interest from specific segments. You can also attract the attention of qualified prospects easier this way, making it easier for the sales to convert them. Expect massive revenue, particularly when you focus on the main areas and interests your target audience cares about.
2. Generate high-quality leads
One of the most vital benefits of lead generation is the capacity to target certain clients and prospects. Only the right people you think are valuable to your business can be targeted. When these prospects respond to your campaigns and decide to interact with your construction brand, you will most likely get highly qualified leads.
3. Create new business opportunities
B2B Lead gen is not just about discovering new prospects and customers, it also has the potential to make business opportunities for you. For instance, a non-competing brand within your sector reaches out to you to organize a webinar with them. By collaborating with them, you will also get access to their target audience, resulting in greater leads.
4. Increase your brand visibility
Lead gen always requires teaching your leads about your company and your services, whether they learn about your business on their own or you reach out to them. Leads can ultimately spread word of mouth about your construction brand, enticing and convincing new customers.
5. Obtain helpful information
In many cases, creating leads involves gathering data about your potential clients, including their needs, expectations, and wants. This aids you in enhancing your service offerings or products, helping you have a competitive edge in the market.
Benefits of a Strategic and Effective Brand Awareness Campaign
Here we cite some benefits of having a good brand awareness campaign so you can better compare it from lead gen.
1. Increase sales
When compared to lead gen, people prefer to purchase from brands they already recognize. Therefore, the larger the brand’s market share, the more people become aware of it. When your campaign is effective, your company will likely have a bigger market share, resulting in more sales and leads.
2. Acquisition via word-of-mouth
You are most likely to get referrals if your construction brand is popular. People emotionally invested in a particular brand will tell their friends, colleagues, and family about it. This often leads to increased revenue since 30-50 % of purchasing decisions are based on referrals from friends.
Moreover, recommendations increase your construction brand exposure beyond what it was before. Because of the many advantages, many firms continuously attempt to raise brand awareness.
3. Developing mental connections
Brand awareness is critical for retaining customers and getting them to purchase services from you repeatedly. A popular brand reignites optimism and confidence, and your customers are, therefore, more likely to return to the brand they have already heard of or previously availed services.
Even better, this marketing tactic fosters a deeper emotional connection between your company and your customer. Know that most of your target prospects can develop a strong emotional attachment to your brand, and if this happens, they will receive services from you again and pay more because of this emotional connection.
A Varying Combination of the Two is Important – Here is Why
Now, let’s go back to the main question, what is best for your construction business? Is it brand awareness or lead gen? After knowing all the necessary information about the two above, it is difficult to disagree that both marketing tactics should be dealt with.
To settle this, it is best to understand first how you will conduct lead gen. Also, the awareness of your brand must have varying degrees, depending on the current status of your construction business. Consider the two scenarios above:
- If you present your construction brand in a broad spectrum, it is highly likely that people will already spread the word among their networks and social circle. In that case, sufficient time for lead gen must be given since a large number of clients are already checking out your business.
- If you have just started and your target prospects have not already heard of your business yet, then it is brand awareness that you need to focus on more. It is the major task you must prioritize.
If you are a smart construction business owner, you must carefully balance the two and should not get them in between. It is how these marketing strategies should be done properly, particularly when there is hard competition in the business world.
Choose ConstructionMarketing.io For the Best of Both
The truth is, you should not choose between brand awareness or lead gen. In fact, it is crucial to combine both campaigns to get the best results.
ConstructionMarketing.io is a full-service digital marketing agency that employs various effective marketing tactics, including the two strategies we discussed above, to help you grow your construction business. Our agency prides itself on being lead gen and brand specialist capable of developing, growing, and scaling your construction brand.
As a true partner, ConstructionMarketing.io will analyze your construction business and offer professional advice tailored to your marketing needs. If you are looking for something better than a cookie-cutter approach to growth, partnering with our agency is the solution for reaching the right audience and beating out the competition.